Fran Horowitz-Bonadies
Analyst · Citi Research
Thanks, Pam. Good morning, everyone, and thank you for joining us today. I am happy to be here to discuss our fourth quarter and full year 2018 results. It has been quite a year for us.
At our Investor Day in April, we laid out an ambitious agenda. And our team has delivered, successfully completing the first full year of our transforming while growing phase.
As a result, we grew top line. We comped the comps, posting our sixth consecutive quarter and second consecutive full year of positive comparable sales. We achieved over $1 billion in annual digital sales. We drove gross profit rate expansion in a highly competitive environment. We delivered operating expense leverage, and we had 100 basis points of adjusted EBIT margin expansion and a 77% improvement in adjusted net income. Most importantly, we remain on track to deliver our previously disclosed fiscal 2020 targets including doubling our 2017 adjusted EBIT margin.
We delivered these results while making important progress on the transformation initiatives that we outlined on our Investor Day: optimizing our store network, enhancing our digital and omnichannel capabilities, increasing the speed and efficiency throughout our concept-to-customer product life cycle and improving our customer engagement through our loyalty programs and marketing optimization. Throughout the year, we were laser focused on our playbook and aligning product, voice and experience across all touch points.
Our customer is our driving force and always at the center of everything we do. Our goal is to be there for them whenever, wherever and however they choose to engage with us. We provide them with product and branded experiences that are relevant to their everyday life, and the customer is responding.
Turning to our fourth quarter accomplishments. At Hollister, we delivered a 6% comp on top of an 11% comp in 2017, representing our ninth consecutive quarter of positive comps. Our product continues to resonate, and we are leveraging our increased speed to market and closest to our customer to ensure that we are meeting their needs.
Brand-wide, our strongest fourth quarter performance was in bottoms, including jeans and pants. We had record outerwear sales across gender, with both guys and girls loving anything cozy lined, including teddy, sherpa and fleece. And even though it was cold outside, swim continued to grow. Swim is an exciting opportunity for us and so is Gilly Hicks. Customers responded well to the revamped spot offerings at Gilly, and we have been pleased with the performance.
With great product as our foundation, our marketing voice has grown louder and more effective throughout the year, and Hollister's integrated approach continues to deliver. We have been able to quickly respond to the evolving trends, preferences and issues that our customers care about the most. Our brand COG marketing campaign are near and dear to my heart and continue to be centered around causes we and our core customers care deeply about, like anti-bullying and inclusivity.
Our Club Cali loyalty program nearly doubled this year to over 18 million member accounts. Our AwesomenessTV series generated more than 21 million YouTube views, and our Swim Collective accounts for Hollister's top 3 most-viewed Instagram videos in brand history.
Moving on to Abercrombie. Comps were negative 2% in the fourth quarter, driven primarily by weakness in women's tops and dresses, which more than offset areas of strength. In women, bottoms was our strongest category led by jeans, pants and skirts. In men's, knits and fleece outperformed, and both genders experienced strength in outerwear.
Before moving on, I want to talk about the Abercrombie women's dresses and tops challenges. We quickly isolated the product missteps and have made good progress in clearing inventory, while simultaneously adjusting our go-forward assortments as we continue to flex our increasingly agile supply chain.
As you all know, Kristin Scott was recently promoted to the new role of President, Global Brands. Over the past couple of years, Kristin has done an amazing job at Hollister. Since taking on her new role in late November, she has begun applying her learnings from Hollister and the team is energized. We are very excited about the future of A&F.
Our loyalty program is robust and growing with almost 10 million member accounts at year-end, up from 5 million last year, and this speaks to the power of the Abercrombie brand.
While the Abercrombie product continues to evolve, our integrated marketing activities are growing in sophistication and scale, fueled by recent hires. The recent relaunch of our iconic Fierce fragrance is the first integrated campaign from the new team. While the popular fragrances remain the same, the updated packaging and messaging more authentically speaks to today's consumer.
We have combined in-store, digital and experiential activations to create a truly diverse campaign that includes athletes, LGBTQ activists, mental health advocates and a group of volunteer California firefighters. While still early days, reactions both in sentiment and sales tell us that we hit the mark. Fierce has had over 250 million media impressions since its relaunch and almost half of all Fierce purchases have been from customers that are new to the brand. You can see certain aspects of our campaign on Slide 28.
Turning to kids. We are encouraged by recent results. Customers are responding to our unique products and updated store prototype, both of which are differentiated relative to our adult stores and to our competition.
Color and pattern have been big successes, and our gender-neutral Everybody Collection continues to perform. The bottom line is that kids like wearing our product and parents feel good putting them in it.
While we made significant progress in 2018, it was just the first full year of our transforming while growing phase. As we move into year 2, there is still a lot of work to be done. To stay on track with our previously disclosed fiscal 2020 target, we will increasingly rely on and leverage our 4 key transformation initiatives in 2019.
Our first initiative is the optimization of our store network. We've continued to evolve our model to reflect the shopping habits of our core customers, and we remain highly focused on delivering an exciting store experience across brands.
We delivered 67 new experiences this year, encompassing new stores, rightsizes and remodels. With every new prototype we're learning and evolving, making our physical spaces more compelling, engaging and omnichannel-integrated.
Over the past 8 years, we've gone from a peak of roughly 1,100 stores to 861 at year-end, including roughly 475 domestic store closures, leaving our current fleet well positioned in predominantly A and B malls.
In 2018, we closed 29 stores, contributing to a total square footage reduction of approximately 2%. Meanwhile, productivity per square foot improved by low-single digits from 2017's levels. This resulted in a 140 basis point store occupancy leverage.
Looking ahead over the next 2 years, roughly 50% of our U.S. base is up for renewal, giving us a lot of flexibility. We are carefully evaluating our entire store base and will close stores when appropriate, including up to 40 in 2019. In conjunction with closing stores, we will continue to invest in our store experiences and plan delivering approximately 85 new experiences including remodels in 2019. Please refer to Slide 22 in the presentation for additional details.
Turning to our brands. I hope most of you have been in our updated Hollister prototype, which we introduced in 2015. Today, roughly 45% of the store base is in the new format and that should be closer to 55% by the end of 2019. The return on our remodel investments has remained consistent over the years, and we continue to see high-single-digit improvement in the top line versus control stores.
Abercrombie has more recently embarked on its prototype journey, launching the updated adult and kids prototypes in 2017. Although less than 10% of the combined fleet in these -- is in these new formats in general, these stores are proving highly productive. We are applying learnings both domestically and internationally. And by year-end 2019, approximately 20% of the combined Abercrombie and kids fleet should reflect the new prototype.
On the international front, we continue to pivot away from large tourist-dependent flagships to smaller-format and mall-based locations, enabling us to cultivate a more local customer base and drive incremental digital sales.
Unlike the U.S., the European mall base is not overdeveloped, leaving many powerful shopping center where we do not currently have a presence. In 2018, we opened our first 2 European A&F mall-based prototypes at the Trafford Centre in Manchester; and the MyZeil Shopping Center in Frankfurt.
To be clear, we believe in stores, and they play a key role in delivering the fast omnichannel experience for our customer.
We are one of the specialty retailers still committed to investing in physical space. Our landlord partners are excited about our direction and are helping to support our acceleration. We're highly focused on store optimizations, which remains a key part of our formula to achieving our fiscal 2020 EBIT margin goal.
Turning to our second initiative, enhancing our digital and omnichannel capability. We've been focused on this for a while and have made significant investments to proactively anticipate our customer shopping needs on a global basis. For the year, we experienced broad-based digital momentum across brands and geographies and passed a major milestone, $1 billion in digital sales.
Within the digital platform, our customer is mobile first, with mobile accounting for the overwhelming majority of our digital traffic and sales and our highly rated apps representing our fastest-growing platform from both a dollar and traffic perspective.
Our digital and in-store shopping experiences are becoming increasingly integrated. We see strong engagement with purchase online, pick up in store, which we referred to as POPinS, and order in-store capabilities. Sales are up double digits for both and the POPinS customers make incremental purchases while in store. We are rolling these capabilities out globally, and they are now available across brands in 10 countries.
As a reminder, we have a highly developed global infrastructure. We currently operate 20 websites around the world and ship to over 120 countries.
In addition, we've had success on Tmall in China, where we saw a strong performance on Singles' Day. While I am proud of our recent omnichannel and digital accomplishments, including 30% digital penetration in 2018, we cannot sit still.
Innovation in the States is faster than ever, and we will continue to drive further investment in tools and functionality to support the growth of our brands across shopping platforms in 2019 and beyond.
Our third initiative is focused on increasing our efficiency and speed-to-market capabilities through our concept-to-customer product life cycle, including how we plan, buy, allocate and sell across channels and geographies.
From the plan and buy perspective, we have successfully invested in capabilities for greater speed, agility and flexibility and have cultivated a robust and diverse supplier base across 18 countries.
The result is that we have shortened our product calendar by several weeks. In 2019, we expect these efforts to help support product improvements, AUR growth and gross profit rate expansion.
Another key focus within this initiative is to better leverage data and analytics throughout the product life cycle. We spent 2018 implementing 2 key analytics tools to support our buy, allocate and sell efforts, markdown and size optimization. We'll begin to realize the benefits of these critical tools across brands in 2019. These tools, along with our ship-from-store capabilities, will further benefit our inventory management and support our outlook for gross profit rate expansion.
Before turning to our fourth transformation initiative, I want to quickly touch on China tariff. We have a highly experienced team that is actively working on diversification into other countries and regions. Scott will go into more detail in his remarks, but we currently seek the ability to migrate up to half of production out of China and will continue to closely monitor the situation.
And now on to our final transformation initiative, customer engagement. We continue to focus on improving our customer engagements through our growing loyalty programs and our marketing optimization initiative.
Momentum in our loyalty programs continued, with membership over the past year almost doubling to over 28 million member accounts, as we released new benefits. We view our loyalty program as a big asset and an even bigger opportunity, and we're just scratching the surface on leveraging this data to further personalize our communications and strengthen customer engagement with our brands.
On the marketing front, over the past year, we further developed our test-and-learn capabilities and ran multiple pilots across our platforms. The outcome is that we are better able to read the return on our investments and improve the allocation of our spend to the most effective channels. We had a step-up in our marketing spending in 2018 and we'll continue to increase the spend in 2019, although at a more moderate pace.
In 2018, our efforts across loyalty and marketing delivered positive cross-channel traffic comp and improving brand health across all brands. We expect that trend to continue as we build on these efforts.
In summary, I am proud of our 2018 performance. We delivered another year of positive comp sales, while expanding our gross profit rate and materially improving profitability.
Now I will turn the call over to Scott to discuss the details of our fourth quarter and full year results and outlook.